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U.S. Sex Toys Market Size, Share & Trends Analysis Report by Products (Vibrators, Dildos, Penis Rings, Anal Toys, Masturbation Sleeves, Bondage, Sex Dolls), Distribution Channel, Region, and Segment Forecasts, 2024-2030

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    Report

  • 103 Pages
  • November 2023
  • Region: United States
  • Grand View Research
  • ID: 5748250
Description Jump to:
The U.S. sex toys market size is expected to reach USD 17.0 billion by 2030, growing at a CAGR of 8.19% during the forecast period, according to the report. Rising awareness and reducing stigma associated with sexual activities, due to sex-positive movements that aided to break stereotypes related to age, gender, and social construct of the population.

Market players are launching various campaigns to raise awareness and break the stigma around sex toys by changing consumer perception. For instance, in August 2021, LoveHoney Group launched a TV advertisement to show lingerie and sex toys under the Love How You Love campaign. Such advancements are projected to bode well for this industry’s growth.

Growing popularity of e-commerce to buy adult products is expected to boost the U.S. market’s growth. Availability of different adult products on online platforms has boosted their demand as customers can differentiate between brands and choose products that fit their needs and desires. This has created huge competition among companies to offer quality products that meet industry standards.

COVID-19 pandemic boosted online sales of sexual wellness products due to travel restrictions and fear of contracting the virus. Owing to the increased demand for products online, major supermarket chains are also adding these products to their online stores. For instance, in July 2022, Weinerschleiden lubricants by Fetish Mafia launched in 2018.

U.S. Sex Toys Market Report Highlights

  • Based on product, vibrators segment held the largest revenue share in 2023 owing to the availability of vibrators at online stores.As per the State of Sex Toys 2022 study published by Bedbible.com, vibrators are the most popular among U.S.-based adults, with around 47% of sex toy owners opting for vibrators
  • Based on distribution channel, e-commerce held the largest revenue share in 2023. This is attributed to the rising internet usage and availability of diverse product portfolios on e-commerce platforms. Anonymity in product delivery is a major benefit for customers choosing online purchases over brick-and-mortar stores, particularly when it comes to adult products
  • West U.S. region held the largest revenue share in 2023, owing to the increasing spending on sex toys, especially in states like California and Nevada
  • The frequency of usage of sex toys among U.S. adults aged 18-54 has increased. As per the TENGA Self Pleasure Report of 2021 and 2019, around 54% of U.S. adults have used sex toys, increasing from 53% in 2019.
  • U.S. sex toys industry is highly competitive with the presence of many domestic and international players. Key companies are launching innovative products and are engaged in expansion strategies, such as acquisitions, partnerships & collaborations, accreditations, & donations. For instance, in December 2022, TENGA Co. Ltd. launched Dual Sensation Cup Extremes and Gentle & Strong Air Flow Cups, expanding its portfolio.


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Table of Contents

Chapter 1. Methodology and Scope
1.1. Market Segmentation
1.1.1. Product Type
1.1.2. Distribution Channel
1.1.3. Region
1.2. Estimates and Forecast Timeline
1.3. Research Methodology
1.3.1. Information procurement
1.3.2. Purchased Database
1.3.3. Internal Database
1.3.4. Secondary Sources
1.3.5. Primary Research
1.3.6. Details of Primary Research
1.4. Information or Data Analysis
1.4.1. Data Analysis Models
1.5. Market Formulation & Validation
1.5.1. Volume Price Analysis
1.6. List of Secondary Sources
1.7. List of Abbreviations
1.8. Research Objectives
Chapter 2. Executive Summary
2.1. Market Snapshot
2.2. Segment Snapshot
2.2.1. Product Type
2.2.2. Distribution Channel
2.3. Competitive Landscape Snapshot
Chapter 3. Market Variables, Trends, & Scope
3.1. Market Lineage Outlook
3.1.1. Parent market outlook
3.1.2. Related Market Outlook
3.1.2.1. U.S. personal lubricant market
3.1.2.2. U.S. condom market
3.2. Market Dynamics
3.2.1. Market Driver Analysis
3.2.1.1. Growing desire of the geriatric population to have an active sex life
3.2.1.2. Changing consumer attitude
3.2.1.3. Growing popularity of e-commerce
3.2.2. Market Restraint Analysis
3.2.2.1. Adverse effects due to toxic ingredients in products
3.2.2.2. Advertising restrictions on sexual wellness products
3.3. Industry Analysis Tools
3.3.1. Porter's Five Forces Analysis
3.3.2. PESTLE Analysis
3.3.3. Qualitative Analysis: Impact of COVID-19 on U.S. Sex Toys Market
Chapter 4. U.S. Sex Toys Market: Product Analysis
4.1. U.S. Sex Toys by Product Market Share Analysis, 2023 & 2030
4.2. Segment Dashboard
4.3. Global U.S. Sex Toys Market, by Product, 2018 - 2030
4.4. Market Size and Forecasts and Trend Analysis, 2018 - 2030 for the Product
4.4.1. Vibrators
4.4.1.1. Vibrators market, 2018 - 2030 (USD Million)
4.4.2. Sex Dolls
4.4.2.1. Sex dolls market, 2018 - 2030 (USD Million)
4.4.3. Dildos
4.4.3.1. Dildos market, 2018 - 2030 (USD Million)
4.4.4. Bondage
4.4.4.1. Bondage market, 2018 - 2030 (USD Million)
4.4.5. Penis Rings
4.4.5.1. Penis rings market, 2018 - 2030 (USD Million)
4.4.6. Anal Toys
4.4.6.1. Anal toys market, 2018 - 2030 (USD Million)
4.4.7. Masturbation Sleeves
4.4.7.1. Masturbation sleeves market, 2018 - 2030 (USD Million)
4.4.8. Others
4.4.8.1. Others market, 2018 - 2030 (USD Million)
4.5. List of Major Sex Toy Brands
Chapter 5. Distribution Channel Market: Distribution Channel Analysis
5.1. Distribution Channel Distribution Channel Market Share Analysis, 2023 & 2030
5.2. Segment Dashboard
5.3. Market Size and Forecasts and Trend Analysis, 2018 - 2030 for the following Distribution Channel
5.3.1. E-commerce
5.3.1.1. E-commerce market, 2018 - 2030 (USD Million)
5.3.2. Specialty Stores
5.3.2.1. Specialty stores market, 2018 - 2030 (USD Million)
5.3.3. Mass Merchandisers
5.3.3.1. Mass merchandisers market, 2018 - 2030 (USD Million)
5.4. Product Pricing Analysis on Various Distribution Channels
5.5. List of Few Players in Each Distribution Channel in the U.S.
5.5.1. E-Commerce
5.5.2. Single-Store Brick-And-Mortars
5.5.3. Small Chains
5.5.4. Large Chains
5.5.5. Distributors
Chapter 6. Regional Outlook
6.1. U.S. Sex Toys Market by Region: Key Marketplace Takeaway
6.2. West
6.2.1. West market, 2018 - 2030(USD Million)
6.2.1.1. Key Dynamics
6.2.1.2. Regulatory framework
6.2.1.3. Reimbursement scenario
6.2.1.4. West sex toys market, 2018 - 2030 (USD Million)
6.3. Midwest
6.3.1. Key Dynamics
6.3.2. Regulatory framework
6.3.3. Reimbursement scenario
6.3.4. Midwest sex toys market, 2018 - 2030 (USD Million)
6.4. Southeast
6.4.1. Key Dynamics
6.4.2. Regulatory framework
6.4.3. Reimbursement Scenario
6.4.4. Southeast sex toys market, 2018 - 2030 (USD Million)
6.5. Northeast
6.5.1. Key Dynamics
6.5.2. Regulatory framework
6.5.3. Reimbursement scenario
6.5.4. Northeast sex toys market, 2018 - 2030 (USD Million)
6.6. Southwest
6.6.1. Key Dynamics
6.6.2. Regulatory framework
6.6.3. Reimbursement scenario
6.6.4. Southwest sex toys market, 2018 - 2030 (USD Million)
Chapter 7. Competitive Analysis
7.1. Company Profiles
7.1.1. Reckitt Benckiser Group plc
7.1.1.1. Overview
7.1.1.2. Financial Performance
7.1.1.3. Service Benchmarking
7.1.1.4. Strategic Initiatives
7.1.2. Church & Dwight Co., Inc.
7.1.2.1. Overview
7.1.2.2. Financial Performance
7.1.2.3. Service Benchmarking
7.1.2.4. Strategic Initiatives
7.1.3. Lovehoney Group Ltd.
7.1.3.1. Overview
7.1.3.2. Financial Performance
7.1.3.3. Service Benchmarking
7.1.3.4. Strategic Initiatives
7.1.4. LifeStyles Healthcare Pte Ltd.
7.1.4.1. Overview
7.1.4.2. Financial Performance
7.1.4.3. Service Benchmarking
7.1.4.4. Strategic Initiatives
7.1.5. LELO
7.1.5.1. Overview
7.1.5.2. Financial Performance
7.1.5.3. Service Benchmarking
7.1.5.4. Strategic Initiatives
7.1.6. Doc Johnson Enterprises
7.1.6.1. Overview
7.1.6.2. Financial Performance
7.1.6.3. Service Benchmarking
7.1.6.4. Strategic Initiatives
7.1.7. Unbound
7.1.7.1. Overview
7.1.7.2. Financial Performance
7.1.7.3. Service Benchmarking
7.1.7.4. Strategic Initiatives
7.1.8. Tenga Co., Ltd.
7.1.8.1. Overview
7.1.8.2. Financial Performance
7.1.8.3. Service Benchmarking
7.1.8.4. Strategic Initiatives
7.1.9. Fun Factory
7.1.9.1. Overview
7.1.9.2. Financial Performance
7.1.9.3. Service Benchmarking
7.1.9.4. Strategic Initiatives
7.1.10. BMS Factory
7.1.10.1. Overview
7.1.10.2. Financial Performance
7.1.10.3. Service Benchmarking
7.1.10.4. Strategic Initiatives
7.1.11. PHE, Inc. (Adam & Eve)
7.1.11.1. Overview
7.1.11.2. Financial Performance
7.1.11.3. Service Benchmarking
7.1.11.4. Strategic Initiatives
7.1.12. California Exotic Novelties
7.1.12.1. Overview
7.1.12.2. Financial Performance
7.1.12.3. Service Benchmarking
7.1.12.4. Strategic Initiatives
7.1.13. Pipedream Products
7.1.13.1. Overview
7.1.13.2. Financial Performance
7.1.13.3. Service Benchmarking
7.1.13.4. Strategic Initiatives
7.1.14. Dame Products, Inc
7.1.14.1. Overview
7.1.14.2. Financial Performance
7.1.14.3. Service Benchmarking
7.1.14.4. Strategic Initiatives
7.1.15. ILF, LLC
7.1.15.1. Overview
7.1.15.2. Financial Performance
7.1.15.3. Service Benchmarking
7.1.15.4. Strategic Initiatives
7.2. Company Categorization
7.3. Company Market Position Analysis
7.4. Strategy Mapping
Chapter 8. Recommendations/Key Market Insights
List of Tables
Table 1. List of Secondary Sources
Table 2. List of Abbreviation
Table 3. Distribution of sex toys shops, by state
Table 4. Interquartile price range of sex toys, by product type
Table 5. Average price of sex toys, by distribution channel
Table 6. List of a few e-commerce players in the U.S.
Table 7. List of single-store brick & mortars in the U.S.
Table 8. List of small chain sex toy companies in the U.S.
Table 9. List of a few large chain sex toy companies in the U.S.
Table 10. List of a few sex toy distributors in the U.S.
Table 11. U.S. Sex Toys Market, by Product, 2018 - 2030 (USD Billion)
Table 12. U.S. Sex Toys Market, by Distribution Channel, 2018 - 2030 (USD Billion)
Table 13. U.S. Sex Toys Market, by Region, 2018 - 2030 (USD Billion)
List of Figures
Fig. 1 U.S. sex toys market segmentation
Fig. 2 Market research process
Fig. 3 Information procurement
Fig. 4 Primary research pattern
Fig. 5 Market research approaches
Fig. 6 Value-chain-based sizing & forecasting
Fig. 7 QFD modeling for market share assessment
Fig. 8 Market formulation & validation
Fig. 9 Market snapshot
Fig. 10 Segment snapshot
Fig. 11 Competitive landscape snapshot
Fig. 12 U.S. sex toys market lineage outlook
Fig. 13 U.S. sex toys market: Related market outlook
Fig. 14 U.S. sex toys trends & outlook
Fig. 15 Market driver relevance analysis (Current & future impact)
Fig. 16 Market restraint relevance analysis (Current & future impact)
Fig. 17 Usage of sex toys among U.S. adults aged 18-54 years, 2019-2021
Fig. 18 Ownership of sex toys, by age
Fig. 19 Ownership of sex toys (%), by sex, 2023
Fig. 20 Popularity of sex toys (%)
Fig. 21 Expenditure on sex toys (%), 2017 & 2023
Fig. 22 Penetration & growth prospect mapping, 2023
Fig. 23 U.S. sex toys product market share analysis, (USD Billion)
Fig. 24 U.S sex toys product market: Segment dashboard
Fig. 25 Vibrators market, 2018 - 2030 (USD Billion)
Fig. 26 Sex dolls market, 2018 - 2030 (USD Billion)
Fig. 27 Dildos market, 2018 - 2030 (USD Billion)
Fig. 28 Bondage products market, 2018 - 2030 (USD Billion)
Fig. 29 Penis rings market, 2018 - 2030 (USD Billion)
Fig. 30 Anal toys market, 2018 - 2030 (USD Billion)
Fig. 31 Masturbation sleeves market, 2018 - 2030 (USD Million)
Fig. 32 Other sex toys market, 2018 - 2030 (USD Million)
Fig. 33 U.S. sex toys distribution channel market share analysis, (USD Billion)
Fig. 34 U.S. sex toys distribution channel market: Segment dashboard
Fig. 35 E-commerce market, 2018 - 2030 (USD Billion)
Fig. 36 Specialty stores market, 2018 - 2030 (USD Million)
Fig. 37 Mass merchandisers market, 2018 - 2030 (USD Billion)
Fig. 38 U.S. sex toys region market share analysis, (USD Billion)
Fig. 39 U.S. sex toys region market: Segment dashboard
Fig. 40 West sex toys market, 2018 - 2030 (USD Billion)
Fig. 41 Midwest sex toys market, 2018 - 2030 (USD Billion)
Fig. 42 Southeast sex toys market, 2018 - 2030 (USD Billion)
Fig. 43 Northeast sex toys market, 2018 - 2030 (USD Billion)
Fig. 44 Southwest sex toys market, 2018 - 2030 (USD Billion)
Fig. 45 Company categorization
Fig. 46 Company market position analysis
Fig. 47 Strategy mapping

Companies Profiled

  • Reckitt Benckiser Group plc
  • Church & Dwight Co., Inc.
  • Lovehoney Group Ltd.
  • LifeStyles Healthcare Pte Ltd.
  • LELO
  • Doc Johnson Enterprises
  • Unbound
  • Tenga Co., Ltd.
  • Fun Factory
  • BMS Factory
  • PHE, Inc. (Adam & Eve)
  • California Exotic Novelties
  • Pipedream Products
  • Dame Products, Inc
  • ILF, LLC

Methodology

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Table Information

Report AttributeDetails
No. of Pages103
PublishedNovember 2023
Forecast Period2023 - 2030
Estimated Market Value ( USD ) in 2023 $ 9.9 Billion
Forecasted Market Value ( USD ) by 2030 $ 17 Billion
Compound Annual Growth Rate8.1%
Regions CoveredUnited States
No. of Companies Mentioned15

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About the Sex Toy Market

The sex toy market is a subset of the personal care products industry. It includes a wide range of products designed to enhance sexual pleasure and satisfaction. These products range from vibrators and dildos to lubricants, massage oils, and lingerie. They are typically sold in adult stores, online, and through specialty retailers. The sex toy market has grown in recent years, driven by increased acceptance of sexual pleasure and satisfaction as a legitimate part of personal care. This has led to a greater variety of products being available, as well as more mainstream acceptance of the industry. Companies in the sex toy market include Lovehoney, LELO, We-Vibe, Fleshlight, and Kiiroo. These companies offer a wide range of products, from vibrators and dildos to lubricants and lingerie. They also provide educational resources and advice to help customers make informed decisions about their purchases. Show Less Read more

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